Using LinkedIn for Inbound Marketing
25May10

Inbound marketing resource

Up until now I have never really thought about LinkedIn as an inbound marketing tool. As a business owner, not someone considering a new career anytime soon, I have been a fairly passive member of LinkedIn. However after attending Social Media Club Sydney’s presentation last night I think I might have to take a fresh look at it as it may actually be a valuable inbound marketing tool for corporate marketers.

Michael Field, a Sydney-based marketing consultant, was second speaker for the night, outlining how LinkedIn is an amazing inbound marketing tool for his business and his biggest source of enquiries. Suddenly I was very interested in LinkedIn.

Michael went on to point out that he uses LinkedIn judiciously to create a tight network of contacts who are in his target demographic, in his case often company directors. Michael is very selective about who he engages with on LinkedIn. He also creates targeted LinekdIn groups, such as Next Director, to gather like-minded professionals and tries to offer helpful information rather than straight selling of his services.

Michael uses LinkedIn to put himself of the radar of the decision makers he needs to impress for future business. Like a good blogger or social networker, he then puts a lot of effort into groups and connections he creates. Its far from a set-and-forget strategy.

It makes a lot of sense.

The #SMCSYD tweet-stream has since unearthed plenty of great information about using LinkedIn, so I thought I’d share some of the best links I’ve seen.

Bigger brand opportunities by Jye Smith

Tips for improving your LinkedIn SEO by Matthew Gain

Keep LinkedIn Clean by Chris Brogan

How do you use LinkedIn? I’d like to hear from anyone who has been able to successfully use LinkedIn as a business tool, beyond getting your next job. Is it an under-utilised resource for online marketers?

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4 Responses to “Using LinkedIn for Inbound Marketing”

Thanks for including a link to my tips Craig. Sorry I didn’t see you last night.

I have been using LinkedIn more and more over the recent months. I have been finding the Groups incredibly valuable. The discussions and news items shared are often exactly the type of information I am after. Where relevant I have been posting my blog posts in a group I am an active member of. It is interesting to see the conversations that can be generated.
.-= Matthew Gain´s last blog ..Microsoft Kin social media marketing – a case study =-.

Comment by Matthew Gain on May 25th, 2010

Thank you for a great post and coverage of the #SMCSYD event.

Your analogy of creating value through groups as being similar to that of a good blogger or social networker is spot on.

I have not yet got out of the blocks on blogging (although that will soon change). However I have still managed to build positive brand association within my target market from the LinkedIn presence and activities.

The Next Director group (and the calibre of the network) acts as social proof for prospective clients.

The business opportunities often come from the extended network, rather than direct connections made through the Next Director group.

Thanks again for great coverage and your analysis of the benefits of LinkedIn as an inbound marketing tool for professionals.

Comment by Michael Field on May 26th, 2010

[...] Using LinkedIn for Inbound Marketing | Media Hunter [...]

Comment by Hooking Up with LinkedIn | Ask MyWebGal, Deb Augur on May 27th, 2010

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Comment by Twitter best social network for click-throughs according to new stud | GetSticky on October 21st, 2010

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